Apple unveiled its latest products, including updated Watches and AirPods, at an event on Monday that focused on the AI-enhanced iPhone 16. Despite the excitement surrounding Apple’s product showcase, it risks being overshadowed by Huawei’s tri-fold phone, which garnered over 3 million pre-orders in China. The Chinese company’s success reflects its ability to navigate US sanctions and solidify its position against Apple, especially in the Chinese market where consumers are eager for more AI features.
The new Series 10 Watch, starting at $399, is thinner and has a larger screen than previous generations. It offers features to help with sports, health issues, and emergencies such as detecting sleep apnea and falls. Apple also introduced a more rugged Watch Ultra 2, starting at $799, and the new AirPods 4 with improved design and acoustics. The company’s CEO, Tim Cook, hinted at the groundbreaking capabilities of Apple Intelligence in the new iPhones during the event.
According to Ben Bajarin, CEO and principal analyst at Creative Strategies, the Chinese market is more receptive to AI features than the US market. While Apple’s AI features are expected to launch in a software update likely in October, a full upgrade of Siri may come early next year. However, Apple Intelligence must first be approved by Beijing to be released in the Chinese market. The success of Apple’s new devices is crucial for the company amidst a slowdown in iPhone sales globally.
Apple’s iPhone 16 lineup will be the first to be designed around AI features, although these features will also be available on the iPhone 15 Pro and Pro Max. Investors are eager to see if Apple’s software and features will drive a larger upgrade cycle. Other rivals, like Google, are also emphasizing AI features in their smartphones to challenge Apple’s dominance in the high-end market. Google, developer of the Android operating system, showcased AI features in its Pixel smartphones, such as Gemini Live, allowing users to engage in live voice conversations with a digital assistant.
Despite the competition, Apple’s release of Apple Intelligence has been delayed in Europe due to EU tech rules, while a timeline for the release in China has not yet been shared. Huawei is set to announce its Mate XT phone in China, further intensifying the competition in the tech market. As the battle for AI features continues, consumers eagerly wait to see how Apple’s innovations will shape the future of smartphones and AI technology worldwide.
